Bose is reported to be closing its AR operations. The company has developed devices such as glasses with built-in speakers to provide verbal information.
Shara Tibken / CNET
Bose switches his Augmented reality programAccording to a Monday report of the protocol. Key AR staff have reportedly left the company, and Bose has informed partners that their apps will stop working in the coming weeks.
“Bose AR wasn’t what we imagined,” a company representative told Protocol. “It is not the first time that our technology cannot be commercialized as planned, but components of it are used to help Bose owners in other ways.”
Bose stands out in the AR industry through audio-based features rather than overlaying real-world images. The company provided and also created audio information such as instructions and fitness instructions with compatible headphones Glasses with speakers and microphones that could describe landmarks or help the bearers to learn a new language.
A Bose representative did not immediately respond to a request for comment.
John Gordon, senior vice president of Bose, who had strongly supported the company’s AR initiative, left the company last year, and most employees who worked on AR left the company or were fired in the spring, one said Matter familiar with the record. The company has reportedly told developers in the past few days that apps based on Bose AR no longer work.
Bose’s representative told Protocol that the company had found that its work in AR “delivers compelling customer experiences based on specific interests and use cases, not for broad everyday use.” Bose will discontinue support for third-party developer apps in mid-July, the representative added.
In January, Bose said it was Closure of all retail locations in North America, Europe, Australia and Japan due to “the dramatic shift to online shopping”. The company too quietly replaces its CEO Phil Hess earlier this year.